Factors Affecting the Success of Viral Marketing An Affective – Cognitive- Behavioral Process

Abstract

Viral marketing is an inexpensive method which has a tremendous impact on consumer purchasing behavior. However, literature about the cognitive, affective, and behavior of people that constitute the essential components of any such strategy is rare. This conceptual paper develops a cognitive-affective-behaviour model of viral marketing via the integration of tie strength, perceptual affinity, emotions. The goal of this paper is to investigate factors affecting to the success of viral advertising. The research implies that tie strength, perceptual affinity, emotions have strong effects on the success of viral advertising. These elements have their own impact on different stages of viral advertising to provide marketers a strong tool with which to develop a great viral campaign.

Residents’ Environmental Conservation Behaviors at Tourist Sites: Broadening the Norm Activation Framework by Adopting Environment Attachment

“…Therefore, the simplified norm-activation model was partly verified by path analyses, providing empirical support for the hypothesis that awareness of environmental consequences directly activates personal norms, thereby compelling people to perform environmentalist behaviors [36,37]-a process different from the classic causal chain that emphasizes the mediating role of AR between AC and personal norms [8,31,54]. Meanwhile, the cognitive-affective model was also partly verified, consistent with the results of Zhang et al [15], Han et al [45], and Huynh [55]. On the basis of the results obtained, residents with greater awareness of the positive consequences of environmental protection and of disaster consequences were more likely to participate in environmental conservation at tourist sites.…”

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

“…It means that the consumer's affective (X1), cognitive (X2), and environmental (X3) responses have significant effects on viral marketing (Y). These results agreed with the findings reported by Haryani et al, (2015) and Huynh et al, (2016). Moreover, the results indicated that the moderating effect of audience behavior did not affect the relationship of affective responses (X1) and environmental responses (X3) toward viral marketing (Y).…”

“…Hypotheses 1 and 2 were in line with the results of Huynh et al, (2016). They reported that emotion has a strong effect on the success of viral marketing.…”

“…Today, the presence of modern technology allows the viral effect to include internet-based platforms. Earlier studies revealed that viral message senders tend to feel positive emotional experiences, such as happiness, excitement, and satisfaction, when sending messages to others (Eckler & Bolls, 2011;Huynh et al, 2016;Sharma & Kaur, 2019;Sustheerawong & Siripiyavatana, 2014). Furthermore, a strong emotional connection plays an essential role in creating a viral marketing message.…”

“…They describe that the relationship of social factors associated with electronic word-of-mouth (eWom ) is distributed through online social websites that influence viral marketing. Stud-ies have reported that affective and cognitive responses affect consumers' behavior in forwarding viral marketing content (Huynh et al, 2016;Sutheerawong & Siripiyavatana, 2014). Meanwhile, others reported that the audience's emotional involvement is one of the factors affecting the success of viral marketing (Sutheerawong & Siripiyavtana, 2014;Vogelbacker et al, 2014).…”